Formula 1 sponsor Heineken signed a five-year partnership with Formula E as the electric championship's official beer and cider partner, according to Alex Kalinauckas of AUTOSPORT. The deal, which was first discussed between the two entities in May "before being concluded swiftly in mid-July," will start with the FE '18-19 championship. Heineken's FE presence will first be seen at the season's third round in Santiago, with the company having "substantial pouring, activation and access rights" at that race as well as the events in Mexico City, Rome and N.Y. Heineken Senior Global Dir Gianluca Di Tondo said that the company's FE sponsorship will be visible at the remaining FE races "in which it will be legally possible to do so." He said, "The main thing that was attracting us to [FE] -- the first thing is Formula E is in cities and Heineken is a city-brand around the world. ... And the next thing is [that] Formula E is very intriguing for what we call the new target audience for us, the millennials and the Gen Z -- the audience that is already coming after the millennials. The third big reason why is [that] Formula E will give us a playground to play around digital assets -- a new way of communication, a new way of reaching the consumer." Di Tondo explained that Heineken is "not ready to reveal assets because we are starting the journey right now," but added that the company's "When You Drive Never Drink" campaign is "likely to feature" in FE, as are promotions based around city-life and sustainability (AUTOSPORT, 10/15).
